If you’re not a master of something, it’s tough for the media to use you.
It probably won’t surprise you to hear that there’s no perfect standard résumé.
Bad news travels fast. Stay ahead of it, and be the one to “break” it if you can.
Always be ready with story ideas and with angles that will make them interesting and unique.
Watch for media at every appearance you make; introduce yourself and ask how you can help.